Pepsi Steals Coca-Cola’s Iconic Polar Bears in Bold Super Bowl LX Ad Push

Pepsi is turning up the heat in the decades-old cola wars with a surprise Super Bowl LX campaign that playfully targets Coca-Cola’s most recognisable mascots — the polar bears. The new ad positions Pepsi Zero Sugar at the centre of the battle as low-calorie colas gain momentum in the US market.

Pepsi Takes Aim at Coca-Cola Ahead of Super Bowl LX

In a high-profile commercial set to air during Super Bowl LX on February 8, Pepsi delivers one of its boldest competitive moves yet. The ad features an animated polar bear — clearly evoking the beloved characters long associated with Coca-Cola — who is gradually persuaded to switch allegiance to Pepsi Zero Sugar.

The spot reinforces Pepsi’s long-standing “challenger brand” narrative, directly calling out taste as its biggest strength. According to Pepsi, consumers choosing rival colas are “leaving taste on the table.”

Focus Shifts to Zero-Sugar and Health-Perception Trends

Beyond brand rivalry, the commercial highlights a much larger shift within the beverage industry. As consumers increasingly seek low-calorie and sugar-free options, zero-sugar sodas have become a major growth driver.

Market data from Circana shows that zero-sugar colas contributed 52% of category growth in 2025. Pepsi says Pepsi Zero Sugar grew 30.8% in 2025, adding over one million new US households — a clear signal that health-perceived beverages are reshaping the soda market.

Coca-Cola’s Super Bowl Absence Creates an Opening

Pepsi’s timing is strategic. Coca-Cola stepped away from Super Bowl advertising in 2019 after an 11-year run and only briefly returned in 2020. With Coke absent from the Big Game spotlight in recent years, Pepsi appears eager to dominate the conversation — even if it means borrowing visual cues closely associated with its rival.

Industry watchers note that such a move could raise questions around intellectual property and trademark boundaries, though no official response has yet emerged from Coca-Cola.

Star Director and Iconic Music Add Cultural Punch

The commercial is directed by Taika Waititi, known for his distinctive storytelling style across blockbuster films and television. The ad is set to Queen’s anthem I Want to Break Free, reinforcing the theme of breaking away from old loyalties.

This creative approach blends pop culture, nostalgia, and modern brand positioning — a formula often seen in high-stakes Super Bowl advertising.

A Long History of Super Bowl Cola Wars

Pepsi and Coca-Cola have repeatedly clashed during Super Bowl broadcasts. From delivery-driver showdowns in the 1990s to taste-test taunts in the 2010s, Pepsi has frequently used humour and provocation to challenge Coke’s dominance.

Coca-Cola’s polar bears, first introduced in modern form during the 1993 “Always Coca-Cola” campaign, remain one of advertising’s most enduring brand symbols — making Pepsi’s latest move especially provocative.

A Risky Play That Could Reignite the Rivalry

Pepsi’s polar-bear twist marks a new chapter in the cola wars, blending brand rivalry with a clear push toward zero-sugar growth. While the campaign may boost attention for Pepsi Zero Sugar, it could also tempt Coca-Cola back onto the Super Bowl stage — potentially reigniting one of advertising’s most famous rivalries.

As consumer preferences evolve and competition intensifies, the 2026 Super Bowl may prove to be a defining moment in how soda giants fight for relevance, taste leadership, and cultural impact.

FAQs

1. What is Pepsi’s Super Bowl LX ad about?

Pepsi’s Super Bowl LX ad features a polar bear inspired by Coca-Cola’s iconic mascots, switching allegiance to Pepsi Zero Sugar.

2. Why is Pepsi focusing on Zero Sugar?

Zero-sugar sodas are driving most category growth as consumers seek low-calorie and health-perceived beverages.

3. Has Coca-Cola responded to Pepsi’s polar bear ad?

As of now, Coca-Cola has not publicly responded to the campaign or raised any legal objections.

4. Who directed the Pepsi Super Bowl commercial?

The ad is directed by filmmaker Taika Waititi.

5. Could Coca-Cola return to Super Bowl advertising?

Industry experts believe Pepsi’s bold move could prompt Coca-Cola to reconsider returning to the Super Bowl advertising stage.